Sponsorship is
Amazing!

But is your sponsorship program amazing? If not, you’re in the right place. I’m Kim Skildum-Reid, a corporate sponsorship strategist, trainer, speaker, and author, and my laser focus is making you and your organisation great at sponsorship.

This website is overflowing with resources for industry pros. And when you’re ready to make big changes in your results, you’ll also find lots of information on all the ways I can help you get maximum results from this amazing medium.

The One Critical Skill Most Sponsorship Professionals Lack

Sponsorship isn’t easy. It’s complex and sophisticated and it requires many very specific skills to do it well. But there is one skill that I have found to be the most consistently lacking across sponsorship professionals on both sides of the equation: They have forgotten what it’s like to be a… Read More


Introducing Last Generation Sponsorship Redux

It’s been 18 years, and almost a million downloads, since I first wrote “Last Generation Sponsorship”. I’ve done minor updates and tweaks, over the years, but never a full overhaul… until now. Let me introduce you to “Last Generation Sponsorship Redux”. The basic framework of sponsorship has remained the same,… Read More


The Most and Least Powerful Sponsorship Benefits

Back when I started in this industry, visibility ruled, and the most powerful thing any sponsor could get was lots of logo exposure – the bigger the logo, the better. Add a bit of hospitality, an athlete meet-and-greet, and if you were really forward-thinking, maybe a sales promotion, and that… Read More


How Much Should You Budget for Sponsorship Leverage?

This is a big rewrite of one of my most popular blogs for sponsors. It’s actually the second full rewrite, since I first wrote it years ago. Why? Because how much to budget for sponsorship leverage is a perennial question. And the thing is, that’s not the right question. I… Read More


6 Ways Sponsors Can Be Jerks, Without Even Knowing

This blog is for all the sponsors out there. And no, I don’t think you’re a bunch of jerks. Not at all. But there are some things that a lot sponsors do that unintentionally cause more strife for rightsholders than is really necessary. Below is a list, as well as… Read More


Can’t Keep Up? 3 Ways to Better Manage Sponsorship Proposal Assessment

Some sponsors receive dozens of unsolicited proposals a month. Some receive hundreds. Others, thousands. It’s a relentless firehose of sponsorship requests that you’re supposed to somehow turn into a few recommended investments. It’s no wonder so many sponsors are overwhelmed by the process of sponsorship proposal assessment! Below, I’ve outlined… Read More


The Zero Guilt Trip Guide to Raising More Cultural Sponsorship

A few years ago, I came across an article entitled, “Sponsorship is Dead! Long Live Corporate Cultural Responsibility”. This article is a massive disservice to cultural sponsorship, and it irritated me that much that it took me a few months to compose myself enough to blog about it. It’s now… Read More


How to Create a “Balanced” Sponsorship Portfolio

The other day, I had someone ask me how to ensure a sponsor’s sponsorship portfolio was “balanced” across sponsorship categories. Her concern was how to ensure that there was an even spread of sponsorship across sports vs charities vs community events, etc, particularly given that sports sponsorship tends to be… Read More


It’s Not the Size of the Sponsorship, It’s What You Do with It

“We sponsor a great little organisation, but their reach is so small, how do we make this work for our brand?” “Our event is smallish and local, but we really need sponsorship. How do we get big sponsors interested?” “Our music festival is great, but it’s just one day. Sponsors… Read More


Dos and Don’ts of Sponsorship Proposal Assessment [Infographic]

How complicated can sponsorship proposal assessment be? I mean, you just look at the back page for the price, and if you don’t fall off your chair, maybe read the executive summary. If that blows you away, then maybe read the rest of it… right??? Wrong. Although a massive number… Read More